Bauer Media Outdoor is continuing its digital expansion to increase the impact and flexibility of its offering for ever more targeted and dynamic communications.

An ever more effective national digital solution

In order to achieve its digital ambition, the out-of-home advertising network is stepping up its digital development and can now boast coverage of no fewer than 55 cities across the country, some 20 more in the space of a few months. These new cities add to the national coverage offered by the 300 screens in the City Play offering. In addition, Bauer Media Outdoor continues to strengthen its visibility in the shopping streets of Antwerp, Ghent and now Leuven, where it is currently the only company to offer a DOOH solution in the City Play format (2m²).

Lately, passers-by and motorists have also been able to discover the brand new City Play XL format. Strategically placed on high-traffic routes (Chées de Wavre, Waterloo and Alsemberg, among others), these 8m² screens are a must-see thanks to their high-impact format.

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Belgium's largest indoor pedestrian audience

From 1 January 2022, head for the stations, home to the country's largest indoor pedestrian audience with no fewer than 8 million visitors a week! The 179 75-inch digital screens present in the country's 37 largest stations will be added to Bauer Media Outdoor's inventory for a coverage of more than 30% nationwide. The DOOH expansion does not stop there as a series of other cities and stations will be digitalised during 2022 at an ever-increasing pace.

Baudouin van de Berg, Sales Director Bauer Media Outdoor, explains:

"Our development strategy is clearly based on homogeneous national coverage rather than concentrated on a few cities to best meet our customers' needs. With railway stations, we are offering a new digital universe at national level to a captive, receptive and varied audience across several targets."

A growing programmatic offering

When you say more DOOH, you mean ever more planning opportunities.  recently launched programmatic buying of its DOOH inventory via LaunchPAD, the strategic platform towards new OOH campaign planning opportunities. The increase in digital media feeds LaunchPAD to offer customers ever more flexible and dynamic solutions via a standardised and cross-functional buying channel at national and international level. In addition, at the beginning of 2022, Bauer Media Outdoor will also open up the marketing of railway stations to programmatic.

OOH & DOOH - the winning duo

The out-of-home advertising network has not forgotten its classics: digital development is in fact coordinated with the paper-based offering, in order to provide a complete solution. Thanks to datas and creativity, we offer all types of advertiser access to greater effectiveness and better engagement with consumers.